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Bank Marketing Mix Impact On Syrian Private Traditional Commercial Banks' Profitability

أثر عناصر المزيج التسويقي المصرفي على ربحية المصارف التجارية التقليدية الخاصة العاملة في سورية

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 Publication date 2020
  fields Economy
and research's language is العربية
 Created by Shamra Editor




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This paper aimed to discuss whether bank marketing mix affect the profitability of traditional private commercial banks operating in Syria during the period 2010 - 2017. Where the effect of the following independent variables has been studied: the number of banking services, the price of traditional services, the price of modern services, distribution, promotion, pepole, process and physical evidence, on the rate of return on equity as a dependent variable. The study adopted the Panel Data, which were collected from the financial reports of the studied banks, then the models of these data were estimated and the comparison between them was done on the basis of the restricted F test, where it was found that the fixed effects model is the most appropriate model for the study. The study concluded that there was no statistically significant effect of any of the elements of the marketing mix on the rate of return on equity of the studied banks, in other words, the banking marketing mix had no significant impact on the profitability of these banks during the period studied.


Artificial intelligence review:
Research summary
تهدف هذه الدراسة إلى تحليل أثر عناصر المزيج التسويقي المصرفي على ربحية المصارف التجارية التقليدية الخاصة العاملة في سوريا خلال الفترة من 2010 إلى 2017. تم دراسة تأثير عدد الخدمات المصرفية، سعر الخدمات التقليدية، سعر الخدمات الحديثة، التوزيع، الترويج، الأفراد، العمليات، والدليل المادي على معدل العائد على حقوق الملكية. اعتمدت الدراسة على بيانات Panel Data التي جُمعت من التقارير المالية للمصارف المدروسة، وتم استخدام نموذج التأثيرات الثابتة كأفضل نموذج للدراسة. خلصت الدراسة إلى عدم وجود أثر ذو دلالة إحصائية لأي من عناصر المزيج التسويقي على معدل العائد على حقوق الملكية، مما يعني أن المزيج التسويقي المصرفي لم يكن له تأثير هام على ربحية المصارف خلال فترة الدراسة.
Critical review
دراسة نقدية: بالرغم من أن الدراسة تقدم تحليلًا شاملاً لأثر عناصر المزيج التسويقي المصرفي على ربحية المصارف التجارية التقليدية الخاصة في سوريا، إلا أنها تفتقر إلى تحليل تأثير العوامل الخارجية مثل الأزمة الاقتصادية والسياسية التي شهدتها سوريا خلال فترة الدراسة، والتي قد تكون لها تأثير كبير على النتائج. كما أن الدراسة لم تأخذ في الاعتبار التغيرات التكنولوجية والتطورات في القطاع المصرفي التي قد تؤثر على فعالية المزيج التسويقي. بالإضافة إلى ذلك، قد يكون من المفيد إجراء دراسات مقارنة مع مصارف في دول أخرى أو مع مصارف إسلامية للحصول على رؤية أشمل.
Questions related to the research
  1. ما هي الفترة الزمنية التي غطتها الدراسة؟

    الفترة الزمنية التي غطتها الدراسة هي من عام 2010 إلى عام 2017.

  2. ما هو النموذج الذي اعتمدته الدراسة كأفضل نموذج لتحليل البيانات؟

    اعتمدت الدراسة نموذج التأثيرات الثابتة كأفضل نموذج لتحليل البيانات.

  3. ما هي النتيجة الرئيسية التي توصلت إليها الدراسة بشأن تأثير المزيج التسويقي المصرفي على ربحية المصارف؟

    النتيجة الرئيسية هي عدم وجود أثر ذو دلالة إحصائية لأي من عناصر المزيج التسويقي على معدل العائد على حقوق الملكية، مما يعني أن المزيج التسويقي المصرفي لم يكن له تأثير هام على ربحية المصارف خلال فترة الدراسة.

  4. ما هي التوصيات التي قدمتها الدراسة بناءً على النتائج التي توصلت إليها؟

    أوصت الدراسة بإعادة النظر في المزيج التسويقي لخدمات المصارف بحيث يصبح له أثر فاعل وهام على ربحيتها، وإجراء دراسات مستقبلية حول أثر المزيج التسويقي على جوانب أخرى للأداء مثل السيولة، وإجراء دراسة مقارنة بين المصارف التقليدية والإسلامية العاملة في سوريا.


References used
1-Harb, B.; Mayya, A.; Naser, S.A. A Study Of The Effect Of Marketing Bank Services On The Behaviors Of The Customers :A Case Study Of Public Banks In Latakia. TishreenUniversity Journal For Research And Scientific Studies -Economic And Legal Sciences Series. Vol. 30, No. 4, 2008, 113-133
2Strange, jihad. The role of marketing banking products in improving the performance of commercial banks. An exploratory study of a sample of Gulf Bank Algeria AGB employees, Ain Mellila Agency (110), Batna (103), Constantine (109). Published PhD thesis, Department of Economic Sciences, College of Economic Sciences, Commercial Sciences and Management Sciences, Arab University bin Mahdi Umm Al-Bawaki, Algeria, 2017,134.
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